Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program:
• Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward.
• Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization.
• Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own.
After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success.
Healing your Content Process for Effective Results
1. Healing your Content Process
for Effective Results
Emily Dammeyer
Digital Content Manager, Children’s National Health System
Ben Dillon
Vice President and eHealth Evangelist, Geonetric, Inc.
Ahava Leibtag
President, Aha Media Group
#HCIC 1
11. Content Strategy: Three Parts
#1: External Messaging
• To whom are you
talking?
• Who are you?
• What are you trying to
say?
• How do you say it?
• When and where do
you say it?
#2: Internal Workflow
#3: Demands of Multi-channel
Publishing
#HCIC 11
12. Workflow
• Internally who is responsible for all the
different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
#HCIC 12
19. What are we doing?
• Redesign and rewriting all or most of the
content?
• Service line rewrites?
• Rewriting certain pages because of strategic
changes?
#HCIC 19
21. Editorial Brand Strategy
External Messaging Questions
• To whom are you
speaking?
• Who are you?
• What are you trying to
say?
• How do you say it?
• When and where do
you say it?
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
#HCIC 21
40. Messaging Architecture
Current
Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the
products you want, at
the price you are
looking for.
• Our prices are
consistently 20%
lower than other
retail chains.
• Robust coupon
program
#HCIC 40
49. Content Audit
Prioritize
• Start with institutional and business priorities
• Create a phased approach
– Clinical Areas: Priority 1, 2, 3
– Define what each Priority level “gets”
• Collect online and offline content
• Determine content gaps
#HCIC 49
50. Build Your Team
• Who can you tap internally?
• What training do they need?
• Are your branding and style guides up to date?
• What external resources will you need?
• Find your champions
#HCIC 50
51. Identify Roles and
Responsibilities
Who will:
• Write
• Edit
• Project manage
What are our resources?
• Internal (estimate conservatively)
• External
#HCIC 51
53. People
Role Definition Who?
Requestors The person that requests that this piece of content be created.
Providers The sources of the factual information behind the building of the
content.
Creators The creators of the content. Can be authors, videographers, graphic
designers, etc.
Editors The people who make sure that the content is factually correct and
follows brand and editorial guidelines.
Approvers The people who approve the content - could be legal or subject
matter experts.
Publishers The people responsible for publishing the content.
Audience
Engagement
(Social Media)
Managers
The people who manage the distribution of content on different
channels and engage with the audience regarding the content.
Analyzers The people who review data regarding the content to inform the
team at a later date. Remember to pick metrics that measure the
right data, so you can use that to make better decisions about your
entire content process.
#HCIC 53
54. Process & Deadlines
#HCIC 54
Establish
Content
Governance
Content
Analysis
Content
Creation
Establishing
workflows
Content
Planning
• Persona
Development
• Messaging
Architecture
• Identity Pillar
Identification
Build OR
clarify the
business
case
Content
Auditing
Discovery
YOU
ARE
HERE
56. Resource Alignment
Pages To Be: Number
Migrated As Is 350
Written 778
Re-Written 1144
Total 2272
Time Estimate Hours per page
Migrated As Is 1
Re-Written 2
Staywell 1.5
Written 4
Departments 6
For written content, categorize and assign levels of effort/time. This helps to:
• Show resource requirements early on
• Get buy-in on priorities
• Secure additional budget, if needed
57. Activity
• Fill out roles and responsibilities chart
• Create estimates on resources (hours/week of
internal team; timeline)
• Find the activity at:
www.ahamediagroup.com/hcic
#HCIC 57
59. Have a kickoff call
• All PM’s (content,
design, build)
understand the
deadlines and side
by side processes
• Appoint one
general PM
#HCIC 59
60. Define the best way to
communicate with each person
• Don’t depend too much on project
collaboration tools
• Define when an email, phone call or
Basecamp message should go out
#HCIC 60
62. Clarify the process
Who will:
• Keep track of the moving parts?
• Schedule the interviews?
• Write?
• Edit?
• Get clinical signoff?
• Be responsible to collect and store the proof
of approvals?
#HCIC 62
64. Map the process for
stakeholders
• Send an email before the interview to explain the
process.
– Determine subject matter experts
– Define approval process
• Follow Up:
– Send out an email after the interview reminding the
stakeholder of next steps and deadlines
– When sending the content, remind stakeholders ONLY to
edit for factual accuracy
• Make sure you have a follow up email ready in a week
• What happens when you don’t get any response?
#HCIC 64
66. What are the right KPIs?
Align with marketing objectives and determine
how you can apply them to your digital
properties.
• Market share
• Traffic
• Conversions:
– Make an appointment conversions
– Donations
• Trackable call volumes
#HCIC 66
67. Test with your target audience(s)
Identify a target audience and think about their
needs
Even with limited resources, testing is key to:
• Determine where to focus
• Validate what resonates
• Support/defend decision making
#HCIC 67
69. Set realistic deadlines
• You know your internal clients.
– Are they responsive? Open to consultants?
– Will they meet deadlines?
• Estimate the time commitments of your
internal resources conservatively.
#HCIC 69
70. Make compromises
• Do your research and have examples ready
• Choose your battles
• When deadlines are approaching, determine
what can wait
• What can be “evergreen” that can be done
ahead?
#HCIC 70
71. A note about approvals
• Show and Tell is important
• Content looks different in a Word Doc than it
does on a website
• Work with leadership to gain acceptance
• Remember your target audience(s)
– Usability testing is key
#HCIC 71
72. Think beyond written content
Do you have:
• Numbers/data we could use in different ways
• Images
• Videos
• Patient testimonials
• Outcomes data
• Academic publications or posters
#HCIC 72
73. Plan for the next phase
• What about those lower tier priority areas?
• How often will you review and update
content?
• How will you “retire” content?
#HCIC 73
82. What are we trying to
accomplish with this audit?
83. Content Strategy For A Site Redesign
Inventory/Audit Decide
Content
inventory
Content
audit
Gap
analysis
Offline
content and
marketing
artifacts Brand
identity and
standards
Competitive
landscape
Content
metrics
Strategic
recommendations for
new site
Recommended
information architecture
for new site
Plan
88. Comprehensive Audit
When?
• Major overhaul, redesign, migration, rebrand, merger, or
acquisition
Why?
• Establish accurate scope and estimate of effort
• Reduce, reuse, recycle
What?
• All the things
89. Reverse Audit
When?
• Especially good for smaller-scale, goal oriented projects
• Change (or reinvigoration) of strategic direction
Why?
• Evaluate interlinking of content
• Identify content gaps and opportunities for improvement
• Prioritize effort based on strategic goals
What?
• Start from impact map, match existing content (deliverables) to
impacts
• Audit all the relevant things
90. Rolling Audit
When?
• All the time! (Weekly, monthly, quarterly)
Why?
• Improve governance, consistency, accuracy, voice & tone
• Prioritize review and revision
What?
• All the things. (A little at a time.)
91. Collaborative Audit
When?
• Best for smaller, focused audits.
Why?
• Knowledge sharing
• Strategic alignment
• Voice and tone
What?
• Sit down with a small team and discuss what is/isn’t working
with a slice of content
92. Competitive/Comparative Audit
When?
• Occasionally, in combination with new strategic direction
Why?
• Improve differentiation
• Identify gaps and opportunities
What?
• Apply audit criteria to competitive/comparative sites
• Don’t assume that everything a competitor does is a good
idea.
93. What data will we need?
Outcome
URL
Topic
Format
ContentOwner
Audience
CalltoAction
PageViews
Etc.…
Balance content X X X X X
Support new organizational goal X X X X X
Clean up outdated content X X X
Create new navigation/IA X X X
97. Example: Content Inventory
our services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&maicommunity
our services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=critical care
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=critical care
our services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=critical care
our services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=critical care
our services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=critical care
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=diabetes
our services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=diabetes
our services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=diabetes
our services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=diabetes
our services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=diabetes
our services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=diabetes
our services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&maindisaster resource center
our services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=emergency
our services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=emergency
our services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=emergency
our services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=emergency
our services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=emergency
our services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency
our services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=emergency
our services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&mainemergency
our services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=emergency
eye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&maieye care
99. Content Audit
Subject
Audience
Owner / SME
Messaging
Call to Action
Content Quality
Quantitative Qualitative
URL
Page Metadata
Format
Length
Web Analytics
Social Stats
101. Content Quality
So what?
No call to action
Useful & Relevant
Clear purpose
Actionable, timely
Errors
Poor readability
Clear & Accurate
Factually correct
Plain language
‘Coming soon…’
Missing information
Complete
All info provided
Related info linked
Poor usability
Harmful SEO factors
Usable & Findable
Follows SEO guidelines
Clear navigation and
cross-linking
‘Fake’ or ‘sales-y’
Influential &
Engaging
Worth sharing
Best format
Wrong voice
Inappropriate tone
Voice & Tone
On-brand
Authentic, empathetic
106. Item-level Decisions
Placement
Keep in place
Move / migrate
Merge with other content
Split into separate pages
Delete
Editing
No edits
Proofread
Revise
Rewrite from scratch
Create new content
107. Site-wide Decisions
Balance
Subjects
Audience / Stage
Content Type
Enhancements
Content Quality
Messaging
New Content
Format
Structure
Navigation
Linking Strategies
Priorities
Problem Areas
Underperforming Content
Governance
Workflows
Review / Maintenance
Scope
108. User Experience (UX)
• Create websites and Web-based experiences
that provide information and functionality to
help users reach their goals
• Deliver delightful user-centered experiences
through integrated content, design,
navigation, functionality
• You’re not creating a website; you’re creating
a brand, which is a relationship, a feeling.
109. Most Common
Content Recommendations
• Condense pages to those most meaningful to
users
• Focus content around user needs and benefits
• Develop and promote content related to
services
• Include trackable calls-to-action tied to goals
• Integrate related content dynamically
• Convert PDFs to secure online forms
Your organization is good at treating sick people, but what if it’s your Web content that’s ailing? Whether you’re redesigning or creating from scratch, content is often a source of headaches and nausea. But it doesn’t need to be this way! In this workshop, we’ll set you on a path to recovery with a three step program: • Diagnose the problems - Audit your current content and uncover relevant information that will inform your content creation efforts moving forward. • Establish treatment objectives - Establish KPIs for success and understand what engagement metrics really matter in your organization. • Engage the care team – Learn to effectively manage doctors, academics and researchers in the content production process so you can keep your project running smoothly. This active learning workshop will include interactive hands-on activities and devote time to roleplaying common questions and pitfalls, so come ready with questions of your own. After this workshop, you will have the tools you need to manage a new content project and set your organization on the road to success. C
Emily Dammeyer, Digital Content Manager, Children’s National Health System Ben Dillon, Vice President and eHealth Evangelist, Geonetric, Inc. Ahava Leibtag, President, Aha Media Group
Have a project scheduler if possible, and be flexible—clinical priorities always get in the way—plan for it upfront—build in buffers
Content Strat = 0.65 FTE
Writing = 0.55 FTE
<<where to put this???>>
Scope
Blowing it up and starting over?
Identify outdated/non-performing content?
Find content gaps?
Understanding for a newly acquired site?
Business goals, audience needs, institutional knowledge
Keep the focus on one thing at a time.
Different lenses
Will do some validation around website goals/stakeholder vision at end.
Scope
Content governance is the process of managing your content strategy.
What areas can most benefit from attention? (Or, what are you most afraid of finding?)
Have you established…
Editorial style guide?
Voice and tone?
Quality metrics?
An appropriate (and achievable) review timeframe?
Define the first ‘slice’ (and keep it small!)
Create an Inventory
Add rolling audit tracking:
Last Reviewed
Next Review
Add tags for sorting and filtering:
Subject
Format
Content Owner
Audience
Plan for any suggested revisions or updates
Add new content ideas to your editorial calendar
Update the next review date in your rolling audit
Identify the next slice of content
What will you *do* based on the audit?
What data points will you need to support those decisions?
What business goals will help you make the decisions?
Inventory Sources
Web crawling/spidering software
Database exports
Google Analytics
SEO Tools
Blaze
Considered a key point of differentiation. If user, would have to stumble upon this and then still probably wouldn’t click it.
It needs to be part of the organization’s value proposition.
Would change title and content, also put this in ER and link to it from Heart
What is it? What does it mean for me? Next organic search.
Example of an existing value proposition for your radiation oncology services.
Here’s a user-focused alternative.
We’ll focus on this especially in agile content project
In terms of the content itself, we’re seeing a lack of focus on the user – wording and value proposition not clear. This next slide is one of many examples, but it really makes the point.